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Faculty of Management Sciences

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Author: search.filters.author.Zungu, Nkululeko PraiseGod

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    The dynamics of customer value and brand love among shoppers in emerging market
    (Informa UK Limited, 2023-12-11) Amegbe, Hayford; Hanu, Charles; Zungu, Nkululeko PraiseGod
    This study examines customer value, trust, psychological ownership, satisfaction, and brand love among customers of shopping malls. This study employed a quantitative research design. An online questionnaire was used to elicited data from 484 Ghanaian shopping mall customers in Accra, using convenient sampling. Seven hypotheses were developed and tested using structural equation modelling (SEM). The study finds that utilitarian and social values predict trust, while trust influences psychological ownership. Additionally, psychological ownership influences satisfaction and brand love, while satisfaction affects brand love. The study’s value rests in introducing relatively new constructs, such as psychological ownership and brand love to understand how customer value can be achieved, especially from a developing country’s context, where there is a paucity of such studies.
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    Examining the Impact of sports sponsorship on fan attitude and purchase intentions towards sponsors' products in professional football : a study of the Ghanaian fan base
    (Cosmos Scholars Publishing House, 2023) Sarpong, Appiah; Zungu, Nkululeko PraiseGod
    This paper investigates the mediating role of fans' attitudes in the relationship between sports sponsorship and the purchase intention of Ghanaian football fans. Survey data were collected from 398 official supporter groups of Kumasi Asante Kotoko SC (Circles) and Accra Hearts of Oak SC (Chapters) using a purposive sampling technique. A structured questionnaire was utilized to gather the data. The study employed structural equation modeling (SEM) to validate the model. The results indicate that sponsorship significantly influences purchase intention and fans' attitudes. Furthermore, the findings demonstrate that fan attitude mediates the relationship between sponsorship and purchase intention. These findings suggest that sponsorship plays a significant role in improving the purchase intention of football fans, and the impact of sponsorship on purchase intention is strengthened by fans' attitudes. Overall, this study enhances our understanding of the complex dynamics between sponsorship, fans' attitude, and purchasing intention, particularly in the context of Ghanaian football fans. While the study provides useful findings for industrial players and practitioners, it is essential to acknowledge that this study relied on cross-sectional survey data, which limits our ability to establish causal relationships. Additionally, the current study focused specifically on soccer fans of only two Clubs in Ghana, which may restrict the generalizability of the findings to fans of other teams or sports, limiting the applicability of the study's results to a broader context.
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    SMEs social media adoption and financial and non-financial marketing performance
    (Growing Science, 2023) Amegbe, Hayford; Zungu, Nkululeko PraiseGod; Hanu, Charles
    The study employs the Technology, Organisational, and Environmental (TOE) theory to examine the role of SMEs’ adoption of social media on financial and non-financial marketing performance in Ghana. Data were collected from SMEs in Accra, Ghana. The study tested seven hypotheses and two moderators. A total of 452 usable sample size were analyzed using structural equation modelling (SEM). The outcome reveals a positive and significant relationship between social media adoption and SMEs' financial and non-financial performance in Ghana. Additionally, a direct relationship between the TOE and SMEs’ social media adoption was confirmed. Although the generalizability of this study is limited due to a single country study, it is still relevant in contributing to a better understanding of social media adoption literature among SMEs, especially from a developing country context. This study is part of the few studies that have used the Technology, Organisational, and Environmental theory to understand social media adoption and marketing performance in the context of an emerging country.